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As we’ve discussed previously throughout this blog, aligning your sales and marketing teams will result in a clearer understanding of your prospects and increase your leads, sales and revenue. The relationship between these two parties is based on information sharing and clear boundaries/criteria.

The persona documents have been created and the marketing team are ready to start drafting the targeted messaging, engaging content and lead generation communications. But first they have to ask one vital question – what does a lead ‘look’ like?